The New England Patriots and the Seattle Seahawks might not be going through off on the Tremendous Bowl till subsequent weekend, however the adverts that many tune in for have began rolling out.
Telehealth startup Hims and Hers premiered a provocative business known as “Rich people live longer,” narrated by the rapper Widespread, on Thursday.
The advert begins with a household posing for photographs whereas a fast-moving piano riff performs, paying homage to the title sequence of the hit HBO present Succession, which follows a Murdoch-inspired, ultrawealthy household that owns a media conglomerate.
Within the advert, the headline “Spends Millions Cheats Death” flashes throughout the display screen earlier than a Jeff Bezos-like determine—a person carrying a blue spacesuit taking off a cowboy hat in entrance of a rocket ship—seems on a tv, a call-back to his first Blue Origin area flight in 2021. A person and a girl watching have a look at one another exasperated.
Bezos is an investor in biotech startups Alto Labs and Unity Biotechnology, which analysis cell rejuvenation and elimination of senescent cells, older cells which have stopped dividing however don’t die and seem like a reason behind age-associated ailments.
Then, a lookalike of millionaire and longevity obsessive Bryan Johnson lies underneath a crimson mild in a darkish room for a beauty remedy known as red-light remedy, which he’s recognized to make use of to make him look youthful.
“They are generous to feature me in their Super Bowl commercial. My mom said she’s proud,” Johnson instructed Fortune, including that his Don’t Die motion now could be “mainstream.”
Bezos didn’t instantly reply to Fortune’s request for remark.
Luxurious healthcare can vary from the costly to the eccentric, however Hims and Hers desires to problem the thought it is advisable to be rich to get good healthcare.
“The campaign centers on the uncomfortable truth that America’s healthcare is a tale of two systems: one elite, proactive tier for the wealthy, and a broken, reactive one for everyone else,” the corporate mentioned in a press release.
Two out of three People are fearful about paying for well being care, greater than different requirements like groceries and housing, in accordance with a current survey from KFF.
Healthcare premiums rose for about 22 million individuals following the expiration of enhanced Inexpensive Care Act subsidies on the finish of 2025. There’s little hope that the Senate will vote on the ACA subsidy extension invoice that the Home handed on Jan. 8.
“For too long, the ‘gold standard’ of healthcare has been a well-kept secret for the wealthy,” mentioned Hims and Hers co-founder and CEO Andrew Dudum within the assertion. “It’s time to start democratizing access to the kind of proactive, personalized care that all people deserve.”
Hims and Hers provides diagnostic testing, hormonal therapies, and most cancers detecting blood checks.
The corporate noticed a 650% visitors surge on their web site after the advert got here out, in accordance with Hims & Hers information that the corporate shared with Fierce Healthcare.
The advert is a splashy follow-up to final 12 months’s one-minute spot “Sick of the System,” which accused the pharmaceutical business of price-gouging weight-loss medication and fueling the weight problems disaster. Hims and Hers marketed its compounded GLP-1s however drew criticism as a result of the medication aren’t FDA-approved/ The regulator known as them “risky for patients” and instructed the corporate to cease “false and misleading” promoting.
Tremendous Bowl commercials value as a lot as $10 million for a 30-second advert, and viewers ought to count on adverts from tech, prescription drugs and wellness corporations this 12 months, Mark Marshall, NBC’s head of worldwide promoting instructed Bloomberg.
“There’s nothing that builds awareness like the Super Bowl and so I think that’s why you continue to see brands lean into it,” he mentioned. Final 12 months, 128 million individuals tuned into the Tremendous Bowl.
